How Branded Packaging Can Improve Brand Identity
Whether you are the owner of a brick-and-mortar store, or renting a booth at a major conference in your industry, you’ve likely given some thought to how you’re going to packaging your products.
There are many reasons to opt for paper or plastic bags customized with your name on them, as opposed to plain bags which typically cost the business less money – but is this extra effort worth the cost?
A Walking Advertisement
There is a large marketing opportunity with having your logo and/or message on every bag that leaves your store or conference booth. While it may not seem like much, having your customers carrying around your logo for all to see is a great way to get more eyeballs on your brand.
At a trade show, you’re surrounded by lots of potential prospects as well as many competitors, so any way you can keep your brand top of mind is important. You can get creative and use standout packaging that people will be excited to show off, usually with a minimal additional investment.
“Our shopping bag is a piece of advertising that our customers proudly exhibit walking down the street, going to the market, at the airport and in countless other scenarios extending beyond shopping at Bloomingdale’s,” said EVP of Creative Services Jack Hruska. “It’s a great marketing tool.”
If the packaging is heavy duty enough, many people will also reuse them to give gifts in or other keep for other household uses. In fact, 34% of people will keep a bag if it looks good! This way, your name or marketing message stays in their home, to be revisited or reused time and time again, helping to ensure your name sticks in their minds.
Pride in Your Product
With all of the competition out there likely having similar products, it’s generally quite hard to stand out in the marketplace. One of the best ways to do this can be through the message you are conveying through your packaging. A well designed, well thought out package is going to show your customers you care more than if you send them home with your product in a bag that has a smiley face on the front.
Unique packaging will also show them that you take pride in what you do, and that you care about making every aspect of their experience with your brand count.
Let’s say a customer is looking for a new journal to help him or her stay organized and complete a very important upcoming project. While many may think this is just some dime-a-dozen purchase, as the retailer, it is much more than paper to you. Your potential customer searches and finds that there are two stores in the same shopping mall that sell the journal he or she wants.
Your company wraps the new journal in a soft-white tissue paper and places it inside of a small black box engraved with the company logo. Your employee places the box in a stylish paper bag also tagged with your business name.
Your competitor takes your new journal, places it in a white plastic bag with the generic red “thank you” across it, and hands it to their customer.
Which company is going to stick out in the customer’s mind as valuing that product? It’s likely he or she will remember this experience next time they are shopping, and will come back to your company for your careful service and distinct marketing. Your brand has just created a loyal customer by taking a few extra steps to make that shopper feel valued, and also like they purchased something of high value.
Packaging of All Kinds
As alluded to in the example above, there is more than one way to create a custom experience through packaging. While the most common method is a paper or plastic bag, it might be worthwhile to incorporate some other elements as well. Here are some ideas:
- Different kinds of bags, such as paper, plastic, or fabric
- Tissue paper with a unique design or your logo
- Decorative boxes are great for mailing, as well as protecting more fragile/valuable items. You can get many uniquely shaped boxes to help stand out
- Ribbon to tie around a box comes in various materials and colors
- Wrapping paper is great for special occasions or businesses whose customers often purchase gifts for others
Including your logo and/or company colors on the packaging is a great way to keep your branding consistent. This allows customers to more regularly recognize your brand when they see either of those elements in the future.
Custom Packaging Drives Loyalty
If you take the time and resources to ensure proper packaging decisions, you’re showing customers and prospects that you take your brand seriously, and that you strive to provide value and quality. Branded packaging shows that you truly care about their experience and your brand name, which builds loyalty between yourself and your customers. And because bags generate more impressions than any other promotional item in the U.S., this tactic will often lead to referrals and repeat business.
As competition grows and new customer acquisition becomes more expensive, maintaining customer loyalty is more important than ever for businesses. While your competitors may overlook this seemingly small gesture of branded packaging as an unimportant feature to their business, you can fill the gap and make the most of this large opportunity to stand out.